British motor museum | Leader Marketing Partnership

British Motor Museum.

Leading Attraction: rebranding an iconic national collection

Our Client

The British Motor Museum in Gaydon, Warwickshire is home to the world’s largest collection of historic British Cars, boasting nearly 300 cars in its collection.

Following a substantial £1.1 million refurbishment in 2015, the Trust decided to change the name of the museum from The Heritage Motor Centre to something that more accurately reflected its position and status: The British Motor Museum.

Leader was appointed for the full re-branding project.

Our Services

Our Work

The re-branding began with research into the needs and views of key audiences, including car enthusiasts, families, event organisers and attendees, and corporate clients.

Leader built a distinctive and compelling new brand identity based on these insights. A bold, confident typeface underlines the prestige of the attraction, while the Union flag is used subtly within tyre tread flashes to reflect the uniquely British heritage on show.

The brand was rolled out through all of the museum’s printed and online collateral, from letterheads and leaflets to a major new attraction website.

The brand was also comprehensively documented in brand guidelines to inform all future communications work at the museum.

Results

The British Motor Museum re-opened in 2016, with the new brand receiving instant acclaim. The initial target of a 20% increase in visitor numbers was quickly reached and then surpassed.

Leader continues to work with the museum marketing team on a range of brand and design activities in support of their annual programme.

Penny Tyler, Marketing Executive, British Motor Museum

Leader has delivered ‘SMART’ solutions and inspiring designs, all bang on budget and with fantastic personal service – we would have no hesitation in recommending them.